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This chapter examines the internationalization of MedTech companies through the case of Ottobock, a global leader in prosthetics. Ottobock’s success is driven by technological innovation, the global sales and service organization, and forward integration as well as a strong global brand. The company evolved from exporting to building subsidiaries and patient care centers worldwide, leveraging ownership, location, and internalization advantages. Its polycentric structure enables local responsiveness, while centralized functions ensure regulatory compliance and strategic alignment. Digital initiatives like the lifelounge platform support innovation, efficiency, and patient engagement. In emerging markets like India, Ottobock pursued a premium strategy focused on market shaping rather than price adaptation, establishing clinics and training programs to build local capacity. The case shows how global expansion, when paired with clear strategic intent, can enhance product development, regulatory readiness, and patient-centered care. Ottobock’s integrated approach—combining global coordination with local adaptation—illustrates how MedTech firms can achieve scale while navigating heterogeneous market conditions, particularly in highly regulated and cost-sensitive environments.

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Ottobock as a Case for Globalization of Medical Devices

  • 章节

  • 出版模式：

    开放获取

  • 发表日期：

    2026年

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  • Helmut Pfuhl,
  • Pauline C. Reinecke

摘要

This chapter examines the internationalization of MedTech companies through the case of Ottobock, a global leader in prosthetics. Ottobock’s success is driven by technological innovation, the global sales and service organization, and forward integration as well as a strong global brand. The company evolved from exporting to building subsidiaries and patient care centers worldwide, leveraging ownership, location, and internalization advantages. Its polycentric structure enables local responsiveness, while centralized functions ensure regulatory compliance and strategic alignment. Digital initiatives like the lifelounge platform support innovation, efficiency, and patient engagement. In emerging markets like India, Ottobock pursued a premium strategy focused on market shaping rather than price adaptation, establishing clinics and training programs to build local capacity. The case shows how global expansion, when paired with clear strategic intent, can enhance product development, regulatory readiness, and patient-centered care. Ottobock’s integrated approach—combining global coordination with local adaptation—illustrates how MedTech firms can achieve scale while navigating heterogeneous market conditions, particularly in highly regulated and cost-sensitive environments.